文档介绍：国际市场营销 International Marketing (双语教学)
山西财经大学
国际贸易学院药朝诚
第四部分营销计划与行动 Marketing Plan & Actions
所有企业都需要营销计划
Like panies need marketing strategy, panies Need Marketing Plan.
Without a plan, individuals within pany may lack any sense of priorities, and may have no understanding of what needs to be achieved or how it should be achieved.
制订营销计划的三要素 Three main elements
The marketing plan will form the action plan, identifying the activities that will be used to carry out the marketing strategy with three main elements:
(1) The marketing activities that will be undertaken
(2) The timing of actions
(3) The reasons behind each action
制订营销计划 Drawing up a Marketing Plan
A detailed marketing plan should take into account other factors as well, such as:
Historical Data 历史数据;
Current Trends 目前的发展趋势
Future Expectations 对未来的期望;
Financing 资金
考虑六个因素 The six elements of marketing planning
1. Looking at what has happened before;
2. Predicting what is going to happen;
3. Identifying opportunities;
4. Developing winning plans;
5. Allocating resources to their best effect;
6. Putting the plans into action.
营销计划必须切实可行 A Useful Marketing Plan
A marketing plan is more likely to be useful if:
the underlying data is recently gathered; and is accurate
managers interpret the data essfully;
the plan is realistic given pany's resources
it is updated to meet changing conditions.
建立SMART 目标体系
A marketing plan should use targets that meet the SMART criteria.
Specific 明确 means that the targets clearly identify what the aim is and what would be classed as ess.
Measurability 量化 implies that the targets are quantifiable.
The targets need to be agreed upon between superiors and subordinates and set to an appropriate level.
They should be realistic 切实可行and achievable.
什么是SMART目标? True or False
The strategic aim of ing the market leader in a particular field is not a SMART target.
Increasing market share from 12% to 15% could be one of the SMART Targets.
营销计划实施评价 How to Assess Ma